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Fendi sponsors restoration of Rome's Trevi Fountain

Tourists gather at Trevi's fountain, in Rome, Monday, Jan. 28, 2013. The Fendi fashion house is financing an euro 2.12 million ($2.8 million) restoration of Trevi Fountain in Rome, famed as a setting for the film "La Dolce Vita'' and the place where dreamers leave their coins. (AP /Gregorio Borgia)

The Associated Press
Published Monday, January 28, 2013 10:32AM EST

ROME -- The Fendi fashion house is financing a (euro)2.12 million ($2.8 million) restoration of Trevi Fountain in Rome, famed as a setting for the film "La Dolce Vita" and the place where dreamers leave their coins.

The 20-month project on one of the city's most iconic fountains was being unveiled at a city hall press conference Monday.

Fendi CEO Pietro Beccari said in a statement that the company's sponsorship reinforces its Roman roots.

Italian fashion companies are coming to the aid of Italy's chronically underfunded culture world. The founder of the Tod's footwear company has offered to pay for the (euro)25 million (nearly $34 million) restoration of the ancient Colosseum.